'A really nice pause': Monrow's founders on lessons learned in their break from wholesale
In 2007, Michelle Wenke and Megan George set out to create the anti-Juicy Couture. “We wanted to be able to wear sweatsuits that catered to people like us, where they weren't so loud and bubble-gummy,’” Wenke said on the latest Glossy Podcast. “We wanted them to look a little more like streamlined and low-key, and not just [be about] hot colors and graphics and bedazzled everywhere. We were a lot younger, so we didn't really have this grandiose plan. We just were like, ‘Let's try it out.” In the 13 years since, their L.A.-based loungewear brand Monrow has been sold by more than 500 boutiques and department stores, including Neiman Marcus and Shopbop, and worn by celebrities from Oprah to Gwyneth Paltrow. Wenke and George discussed how they’ve self-funded Monrow, how they’ve differentiated in the newly crowded sweats market and how they’ve accommodated their new e-commerce shoppers, which grew from 30% of their customer base to 50% during the pandemic.